Normative Versus Comparative Fit: Prototype-Based and Exemplar-Based Brand Extension Evaluation

EXTENDED ABSTRACT - The purpose of this article is to enrich the conceptualization of Aextension fit@ in brand extension literature and to explore the information processing underlying extension evaluations. Well documented in brand extension research is the role of Afit@ between the core brand and the new product in extension evaluations (e.g. Aaker and Keller 1990). This article questions the unidimensional conceptualization of the fit construct, and proposes two distinctive fitsCnormative fit (the typicality of the extension to the brand category) and comparative fit (the similarity between the existing product and the new product). Related with either normative or comparative fit, brand extension evaluation can occur as prototype-based (top-down process) or as exemplar-based (parallel process).



Citation:

Huifang Mao and H. Shanker Krishnan (2004) ,"Normative Versus Comparative Fit: Prototype-Based and Exemplar-Based Brand Extension Evaluation", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 387-389.

Authors

Huifang Mao, Indiana University
H. Shanker Krishnan, Indiana University



Volume

NA - Advances in Consumer Research Volume 31 | 2004



Share Proceeding

Featured papers

See More

Featured

When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals

Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University

Read More

Featured

Deprivation of Control and the Phonetic Appeal of Brand Names

Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.